Predictive Validity of the Cognitive Basis of Implicit Attitudes
Efforts to distinguish the affective and cognitive bases of attitudes have so far been limited to explicit attitudes. Implicit attitudes are considered by most researchers to be only influenced by affective associations. In two experiments we use the Implicit Association Test to measure the cognitive basis of implicit attitude. We show that the cognitive basis of implicit attitude can improve the prediction of behavior even in cases when implicit attitude and the cognitive basis of explicit attitude have no predictive value. It seems thus important to further study the cognitive but also affective bases of implicit attitudes.
Olivier Trendel and Mario Pandelaere (2007) ,"Predictive Validity of the Cognitive Basis of Implicit Attitudes", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 254-255.
Olivier Trendel, Grenoble Ecole de Management / Institut du Capital Client, France
Mario Pandelaere, Katholieke Universiteit Leuven, Belgium
E - European Advances in Consumer Research Volume 8 | 2007
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